Abstract [en]

Fermentation is a process that mankind has used since the first civilizations. These ancient methods are still being used today and fermented beverages has since the last few decades gained an acceptance over the world and is considered a trend. The aim of this study was to study students’ attitudes toward fermented beverages with low or no alcoholic contents, with a focus on the knowledge about these beverages, why and when they are consumed and also in what context. The study consisted of an initial shorter questionnaire which was distributed to students at the Kristianstad University, Sweden followed by an individual semi-structured interview. The results showed great variations regarding the students’ knowledge of fermented beverages and if they had tried any of these. The students’ attitudes were characterized by values and norms and the results from the questionnaire showed that many individuals consumed fermented beverages for its health-promoting effects. Instead of drinking alcoholic beverages and also to try something new. This also emerged from the interviews where health and environmental awareness were important reasons as to why fermented beverages were consumed, but also curiosity over trying something new. The results from both the questionnaire and the interviews showed that these beverages were consumed at dinner, parties or other social gatherings. All informants agreed that fermented beverages derive complex attributes and that maybe it might be these attributes that makes it possible for these beverages to take on a large audience as they do today. From this study a conclus